The Digital Revolution has led to a titanic shift in the landscape of marketing communications, while also creating new opportunities for businesses to reach and engage consumers through smart, social, and mobile media technologies. In this course, you will learn about the impacts of digital technologies on marketing communication strategies and practices. By understanding the underlying processes of marketing communication and the core features of new media technologies, you can strategically select the appropriate channels to deliver the right marketing message to the right audience at the right moment.
Digital Marketing Strategy: Navigating Emerging Media and AI
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Digital Marketing Strategy: Navigating Emerging Media and AI
This course is part of Digital Marketing Specialization
Instructor: Mike Yao
108,044 already enrolled
Included with 
Gain insight into a topic and learn the fundamentals.
4.4
(2,882 reviews)
Beginner level
No prior experience required
Flexible schedule
2 weeks at 10 hours a week
Learn at your own pace
95%
Most learners liked this course
What you'll learn
Develop an overview of the digital marketing communication landscape.
Examine various marketing activities from a communication perspective
Discuss the roles and functions of both traditional and digital media channels in marketing communication.
Align your marketing goals with various digital marketing strategies and the appropriate media channels.
Skills you'll gain
- Artificial Intelligence
- Data Ethics
- Marketing Strategy and Techniques
- Marketing Analytics
- Marketing Channel
- Consumer Behaviour
- Augmented Reality
- Strategic Communication
- Customer experience strategy (CX)
- Marketing Communications
- Data-Driven Decision-Making
- Emerging Technologies
- Digital Marketing
- Digital Media Strategy
- Integrated Marketing Communications
- Personalized Service
- Social Media
Details to know
Shareable certificate
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Assessments
26 assignments
Taught in English
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This course is part of the Digital Marketing Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate
There are 4 modules in this course
In the orientation, you will become familiar with the course, your instructor, your classmates, and our learning environment. The orientation also helps you obtain the technical skills required for the course. In the first module, we will examine marketing as a process of communication, in which businesses and marketers attempt to deliver the right message to the right person at the right moment, and listen and respond to consumers鈥� feedback.
What's included
13 videos6 readings7 assignments1 discussion prompt1 plugin
This module aims to provide students with a structured understanding of the digital marketing mix, emphasizing the distinction between touchpoints (where consumers interact with marketing messages) and communication channels (the methods used to deliver those messages). It also helps students understand the strategic evolution of strategic marketing communication from message-based persuasion (traditional advertising) to context- and intent-based persuasion, where tech enables personalized experiences.
What's included
8 videos2 readings7 assignments
This module explores the data, technologies, and automation strategies that power modern digital marketing. We will examine how data is collected, analyzed, and leveraged in marketing; explore attribution modeling, automation, and algorithm-driven decision making; and unpack how emerging technologies shape targeting, engagement, and media buying.
What's included
10 videos2 readings7 assignments
In this module we will explore the future of marketing and AI. Researchers like Alan Turing and John McCarthy laid the groundwork for AI as a formal field, evolving from rigid rule-based systems into machine learning models capable of learning from vast amounts of data. This shift, fueled by internet data and advances in computing hardware such as GPUs, led to powerful applications in natural language processing, recommendation systems, and generative AI.
What's included
11 videos4 readings5 assignments1 plugin
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
Build toward a degree
This course is part of the following degree program(s) offered by University of Illinois Urbana-Champaign. If you are admitted and enroll, your completed coursework may count toward your degree learning and your progress can transfer with you.鹿
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HI
5
Reviewed on Oct 5, 2020
The content was a bit too heavy. For professionals it is OK but for a Marketing guy this could be a bit of a challenge. Try to split it into two..Why there are no Honours assignments?
SK
5
Reviewed on Sep 2, 2019
The course gives a introductory insight into the digital marketing. It'll enable the students of this course to introduce themselves to world of digital marketing. Thanks for this amazing course.
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Reviewed on Dec 1, 2020
The first course, where I actually learned something new (and I've completed 5). It's a bit hard at first, but you definitely learn things. Recommend the most on 糖心vlog官网观看!
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